Carnival & Fair News

The 2025 Great Get Together once again proved that the largest fair in the Midwest, and one of the largest independent midways in North America, has sustained its stature. In addition to building on its reputation as a family friendly celebration of farming begun by the Minnesota State Agricultural Society in 1859, all this iconic event needed to remain at the top was a run of good weather.

That's exactly what they got this year. “Weather was incredible,” said Renee Alexander, CEO, Minnesota State Fair. “We had solid temperatures, barely any rain. Attendance stayed steady throughout, unlike last year when heat and rainstorms caused big drops followed by sudden surges. This year attendance was consistent, which made operations easier.”

The 2025 event drew 1,940,869 attendees, making it the fifth largest fair on record. It was a notable increase over last year's weather-plagued fair, which still attracted 1,925,904. It also marked the closest post-lockdown fair to the all-time record of 2,126,551 set in 2019. More impressively, the 2025 fair set five single day attendance records. “We are thrilled with the turnout, but we know that even with good weather, programming is essential.”

Transportation Innovation

This year's programming featured a full range of agricultural events, an eclectic grandstand lineup, more than 900 free shows and 100 acts, a 56-ride midway (27 on the Mighty Midway and 29 at Kidway), and 280 food vendors. Alongside these attractions, transportation played a key role in enhancing the fairgoer experience.

The Minnesota State Fair leads the nation in partnering with public transportation to shuttle residents to and from the event. Last year, 41 percent of attendees arrived via public transit, and while this year's numbers are not yet finalized, they are expected to grow. A free Park and Ride service was expanded to 33 locations in the Twin Cities, with dozens more in the suburbs available for a small fee.

“All indicators show ridership was up,” said Alexander. “We added more lots this year and saw great use of the new State Fair Express Bus service. For many, taking public transportation has become an ingrained part of the fair experience.”

Bike riders also showed up in force. The Twin Cities, considered among the greenest metro areas in the Midwest, hosted free secured bike corrals for bicycles and e-bikes at three locations. “It was very successful, especially with such beautiful weather,” Alexander said. “With more e-bikes, usage has grown significantly.”

Once inside, fairgoers spent freely. Inflation was evident, with modest price increases such as a $2 hike in admission causing some complaints but no serious resistance. Spending still rose: gate admissions increased 14 percent, food and beverage 11.5 percent, and midway rides 2.7 percent. “We also saw an increase in advance ticket sales and coupon book purchases,” Alexander said. “The focus this year was on value.”

Although value promotions were emphasized, the atmosphere was upbeat. “Fairs show that despite our differences, we can all come together. Every day you hear stories of people reconnecting at the fair after years apart.”

Grandstand Entertainment

The grandstand featured a diverse lineup ranging from Meghan Trainor and Def Leppard to The Avett Brothers and the Happy Together Tour. Top selling shows included Nelly & Ja Rule, Old Dominion, and the Indigo Girls with Melissa Etheridge. “The diversity of the lineup made sales strong,” Alexander said.

Booking, however, has become more competitive with arenas, new amphitheaters, and festivals vying for acts. “We've increased the budget over the last two cycles and now book earlier, often before the current fair ends,” she added.

To reach broader audiences, the fair refined its marketing. “We dedicated a larger share of our ad budget to promoting the Grandstand Concert Series,” said Marketing & Communications Manager Lara Hughes. Strategies included digital banners, streaming audio, programmatic ads, radio, and social media campaigns.

Independent Midway

New midway rides included the Jumbo Flying Elephant, Overdrive (Skerbeck Entertainment Group), Scorpion (State Fair Spectaculars/Talley Amusements), and Hampton Space Age (M & C Attractions). Top grossing rides were Crazy Mouse Spinning Roller Coaster, Iron Dragon Roller Coaster, The Kraken, Wave Swinger, and Air Maxx.



“The trend is toward higher capacity rides, which not only benefit the midway but also provide strong visual appeal,” Alexander noted.

The fair's food offerings once again reinforced its reputation as a Midwest foodie destination. Popular new items included the Chocolate Strawberry Cup, Tater Kegs, and the Fawaffle. “The cultural diversity of the area is reflected in many new vendors,” Alexander said. “Ethnic foods are thriving, offering restaurant-quality dishes served in casual fair style.” Smaller tasting menus also helped boost sales.

Adult beverages were highlighted in the Specialty Sips contest, which added a new Mocktail category this year.

Advertising & Influencers

The advertising budget remained at $725,000, but spending shifted away from print, TV, and radio in favor of digital and social media. “Analytics allowed us to see what strategies were effective in real time and adjust accordingly,” Hughes explained.

The fair also expanded collaborations with social media influencers. “This year we only ran creator content in our paid campaigns,” Hughes said.

Although the fair is well known by its tagline, “The Great Minnesota Get Together,” 2025's campaign also featured “No Fair Like Yours,” emphasizing the many ways people can experience the fair.

Church Shooting

Tragically, during the fair a mass shooting occurred at the Church of the Annunciation in Minneapolis, only a few miles away, leaving two children dead and injuring 21 others.

“It was a real blow,” Alexander said. The fair toned down its media presence on that day, though operations continued. The following day, the fair lowered its flag to half-mast and held a moment of silence. “Bringing people together is part of healing,” Alexander said. “The fair gave families a place to grieve and share that moment.”